Difficulties in specifying the definition of the leader of public opinion in modern media

the article is devoted to the study of the phenomenon of the leader of public opinion in the modern media environment. Since in modern science the concept of "public opinion leader" is interpreted differently depending on the field of research and the beliefs of the researcher himself, it seems important to cover a wider range of characteristics for further research of the problem. Various and conflicting approaches to defining a leader are considered: historical, social, marketing, image, etc. Special attention is paid to the formation of related terms to the opinion leader in modern media: influencer, trendsetter. Moreover, the article examines the general characteristics and set of tools of public opinion leaders and attempts to put together a portrait of a multitasking, convergent and imaginative opinion leader typical of modern media. The object under study in modern media includes all possible interpretations and methods of influencing the audience from politics, marketing, and psychology, which makes it difficult to study the leader of public opinion in detail. In conclusion, the article concludes that there is a demand for character leaders acting on the basis of parasocial relationships and a lack of knowledge of the phenomena of character leaders.

public opinion leader, leader, influencer, personality, media content, media, consumer, character